Beleaguered United Airlines has reportedly hopped right into a new public relations scandal after a valuable giant rabbit being flown from London to Chicago died en route inside a plane's cargo hold.

The 3-foot long, 10-month-old Continental Giant rabbit named Simon was healthy when he was placed aboard the Boeing 767 at Heathrow, British tabloid The Sun reported.

"Simon had a vet's check-up three hours before the flight and was fit as a fiddle," breeder Annette Edwards told the outlet. "I've sent rabbits 'round the world, nothing like this happened."

"Something very strange has happened, and I want to know what," she added.

She said the client who bought the big bunny is "very famous" and now "upset." The bunny's father, Darius, is the world's biggest rabbit at 4-feet, 4-inches, The Sun reported.

According to The Sun, the airline now faces a legal claim from the unnamed new owner, as well as Edwards, who is described by the tabloid as a former Playboy model who once had plastic surgery to look like cartoon character Jessica Rabbit.